Qunigma: a lead engine instead of a "contact us" button

Qunigma builds AI security for banks and fintechs. The people they sell to are CISOs and risk officers at European financial institutions: careful, busy, and allergic to sales pitches. A "book a demo" button doesn't move them.

Before writing a single line of copy, I ran a psychographic study of that buyer across 15 dimensions: what they fear, what they have to justify to the board, what regulation keeps them up at night (DORA, the EU AI Act, NIS2). The answer shaped everything else.

Instead of asking for a meeting, the site gives them something useful first. I designed four interactive self-assessment tools: a DORA gap analysis, an AI security readiness check, a technical specification for CTOs and a regulatory exposure calculator. A risk officer can get a real answer about their own bank in a few minutes, and the calculator writes the lead straight into the CRM through a serverless webhook.

Underneath it, I set up Google Tag Manager and GA4 from scratch, and structured the content (schema markup, an llms.txt file, articles in Polish and English) so the site can be found both by search engines and by AI assistants, which is increasingly where this kind of buyer starts their research.

I work on this hands-on with the engineering co-founder: we spec growth features together and ship them.